Brazil beer market: Beer imports declined in 2012

The southern regions are the largest contributors towards value growth in the Brazil beer market and are an ideal target for new launches of specialty beers. Local markets in north-eastern regions are growing because wealth inequalities have decreased appreciably over the last ten years. This has led to a rise in purchasing power and is crucial to the mainstream beer market.

More and more consumers are now opting for premium lagers and specialty beers, which is particularly important for south-eastern regions with a strong European heritage. Beer imports declined in 2012 after a sudden rise in 2011. Brazil´s largest beer importer, the Netherlands, saw its volumes shrink by almost 16%, probably due to Heineken producing more of its product locally.

Lagers hold

97% of the Brazilian beer market, with the north-eastern region seen as the most promising area for growth. The Heineken brand has continued to expand in 2012, benefitting from the growth of the Brazilian middle classes and the gradual shift towards premium lagers.

Although market leader AB-InBev still recorded a 3% rise in volumes during 2012, it was outperformed by challengers Brasil Kirin and Grupo Petropolis.

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